The article reviews the critical issues related to the application of the Rational Choice Theory to the religious sphere, as suggested by the Theory of Religious Economy. Psychological and computational difficulties are evaluated together with those linked to the endogenous change of preferences and the social aspects of rationality. Therefore, the problematic aspects internal to the market paradigm in the religious field are highlighted. These aspects are very important, given the use of the Theory of Religious Economy that is made by some "cult apologists"
